Covering Aotearoa

The Spinoff Covers The Spinoff

One of the most iconic parts of a magazine is its cover, with printed publications using them to promote their issues in mass-reach channels like OOH. But what if you can’t have one? 

The Spinoff Aotearoa’s leading digital magazine came to us for a campaign that celebrated its favourite stories of 2022 in a way that both captured its iconic tone and lived beyond its digital walls.

So we created The Spinoff Covers. A campaign that reimagines its most captivating stories into the covers it would’ve had… if it had a printed cover.

Building on the Aotearoa Published Daily brand platform launched earlier this year, this project features 12 stories that showcase the breadth of content the magazine features every day. From stolen hams to wealth inequality to acerbic parliamentary analysis and the humble superstar of Matariki.

Meticulously crafted in collaboration with some of the country’s leading illustrators and artists, these 12 covers each reflect the essence of their story. Featuring portrait photography, hyper-real 3D, and illustration styles that include loose linework right through to realistic rendering. All accompanied by carefully considered typography often embedded within the image.

This series was released as a street poster campaign, plastering the walls of Aotearoa and driving people to revisit the original pieces from the year that was.


Brand Identity Development

Campaign Development